Betano’s sponsorship of River Plate marked its first partnership with an Argentine club. To enter such an emotionally charged territory, it was necessary to go beyond the logo and win over the fanbase. That is why our film featured real fans, locations integral to the club’s culture, and details only “Riverplatenses” would recognize, such as the soundtrack, which revives the team’s original (and long-forgotten) 1932 anthem, thereby positioning Betano as a brand deeply connected to the fans' culture and emotions.